Marketing

If your video evokes a positive emotion that can be tied back to your brand, you're on the right path

Is it possible to plan for and create a viral video, or does a video go viral spontaneously? Yes to both! Because the fact is, many user-generated videos are uploaded to YouTube and go viral thanks to the power of social media.Brands should ...

Being a loyal customer, or a “suki” in sari-sari store parlance, has its perks. From a consumer perspective, we may think that we are getting the better end of the deal but being a suki to our favorite brands or stores is ...

Marketing done right can be an incredible boon for your business’s net income. Done wrong, however, it can feel like throwing money into a raging bonfire. Because small business owners have to be whatever their small business needs -- all the time -- it can ...

Marketing budgets will see increased budgets in 2017, including a focus on digital marketing, a new study says

It wasn’t all that long ago that marketing experts were telling their clients that the Great Recession created great opportunities for companies brave enough to increase their investments in marketing.So, why are companies doing exactly the opposite now that the economy is ...

From detailed content to innovative social-media campaigns, here are some trends to look out for in the upcoming year

As we’ve seen repeatedly this year, it’s always hard to predict the future. But companies try every year, from budget projections to planning marketing strategies. Though we’d all like to be clairvoyant enough to know what the next best thing will be, ...

Bricks-and-clicks strategies, pop-up stores and experiential marketing are things to watch out for next year

Retail is in revolution, and progressive ideas are coming to the market. These changes aim to evolve the shopping experience and redefine how we interact with our favorite brands.Faith Hope Consolo, renowned retail broker and consultant, has made it her life’s work to ...

Chances are, your business needs something: more clients, members, customers, partners or publicity. Whether you have an in-house team or you hire a marketing company, you’ll want to create original, high-value content for those inevitable email campaigns. After launching our own company, we ...

It doesn’t matter if you’re thrilled or outraged or something in between at seeing Donald Trump become the new president-elect of the United States. Objectively, Trump ran an impressive and surprising political campaign, and it’s because of his penchant for personal branding and ...

Sharpen your marketing approach to connect with readers in a meaningful way

Are you molding someone’s belief to serve your own self-interest?The question puzzles entrepreneurs. Once they start evaluating their marketing approach on ethical grounds, as well they should, they understand their messages must fall clearly on the side of persuasion, not manipulation. It all comes down to intention. Problems arise when ...

Using Brand Philosophy’s technology, local MSMEs can now use machines, codes to buy ads in real time

Within the same year it introduced Blog Ex—a unique blogging convention that helps businesses tap local bloggers—the Mandaluyong-based start-up, Brand Philosophy, has set its eyes on yet another novelty: advertorial automation.Following recent talks with its US-based IT partner Bluagile, the digital marketing ...

Make neuroscience work for you by choosing colors, fonts and imagery that push consumers to buy

Your brain is hardwired to devour visual information. In fact, neurons that process visual information make up 30 percent of the cerebral cortex – compared with 8 percent to decode input from your sense of touch and 3 percent devoted to sorting out auditory cues. You can't control the ...

In the book marketing world, what works today can be considered old news tomorrow and won’t work because ‘everybody’ is doing it. Some tactics continue to be effective over time. As a book publicist, I keep an eye out for the latest tips and ...

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